SATURDAY, JANUARY 6, 1917.
P1GE EIGHT
LA' GRANDE EVENING OBSERVER
Dresses Her Hobby
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Fannie Ward, Latky Star In Para
mount Pictures.
Of all tWnH on e'irth, dress comes
Orat with Kunnla Ward. Mover does a
weolc latta that slie dues not design a
ripw one or herself, und her critic on
all such atTnlm Is her own husband,
Jack lun, who Is quite an authority
sn Omi question now. l'assine on more
than fcO iTnlims each year would nat
ctra.ll' Juuke him bo
i Kotteburg News Sold.
"Iloseburg, Jan. 6. (Special) The
I'mpqua Valley News, for the past
five years conducted 'by Milton J.,
Carl D. and Sam. J. Shoemaker, was
on Wednesday sold to B. W. Bates of
this city, who was publisher of the
paper prior to its purchase by the
Shoemakers. Carl D. Shoemaker is
state game warden.
OREGON FRUIT MEN CONFER
(Continued From Page 1)
these houses continued until April 1,
1915, when there was a reorganization
and the Oregon Fruit company was
bora. The home office was located i;j
the Spalding building and gradually
the company spread out over the en
tire utiite. The houses at Corvallis,
Eugene, Salem and Albany were con
tinued und others wore eithef pur
chased or new ones opened in Ln
Clramle, Pendleton, linker, Mud ford,
Rosehuig, Astoria and The Dulles.
William V7 Krdmnn heads the La
Gmnvle branch. Latter the hist two
named were closed temporarily. Then
the l)cndiiiarturs of the company was
moved to 108 Front street in the
building formerly occupied by the W.
U. Flafke company, and the offices
were lso located at that address.
Not long afterward another branch
vas opened at Marsiifield, giving the
firm 11 houses, nil of which are b
cated in Oregon.
"Our idea in forming a claim of
jobbing houses," said Mr. Dalton at
the Portland meeting, "was to per
fect co-operation in buying and sell
ing. We figured it would eliminate
duplicate expense and would also as
sist us in what we felt to be a very
worthy cause, that of helping to re
duce the high cost of living. We could
Rive, belter service, maintain larger
supplies of seasonable goods and he'n
the Oregon producers to find better
markets for their products at lower
cost to themselves.
"Our aim is to do oily those things
which are right. Once we make a
friend, always a friend is what we
strive for. We believe in the square
(deal iiImjvo everything olw."
One of the important matters con
'sidered at the conference was the es
tablishment of what might be called
the Oregon Producer:'.' Marketing
opency. The idea of this agency, of
which C. E. Patteison has been select
ed us the head, will be to enable fann
ers to find n way to market their pro
duce tatter than they ever have h id.
-As Mr. Dalton puts it:
"The control of their produce re- J
mains in their hands until thev have
reached the markets where needed and I
sictually been sold. We supply then!
witli markets, notify them what price j
Sheir produce will command, and it is
up to them to say whether they will
accept or not. This will be a service
letter than they can get through the I
liest associations and ir assured by the '
tiigb class men ut the head of the j
Hgfncy, talent not readily found. An-
other feature will be the fact the pro- j
tlurer will get his money immediately
liis goods are sold." j
Mr. Patterson is not only to have '
full charge of this agency, but will
also be sales manager for Mv. Dal
ton. The officers of the Oregon Fruit j
i-ompnny are T. F, Kynn, president; i
tieoi-jre Youlle, vice-president; S. C. j
Dalton, secretary, treasurer and gen
eral manager; Arthur L. Coulton, as
sistant genernl manager, and these,
with C. M, Dilley, comprise the bond
of directors.
Inspiration
Miscellany
Making t Friend
Often you coiae across people who
complain that they bare but few
friends. They will point to other per
oni who bare many and wonder why
such a distinction Is made.
The matter Is easy enough to explain,
for, as some one has well aald, tbe only
way to have a friend Is to be one.
ror friendship cannot possibly be a
one sided matter. Just as It takes two
to make a bargain or a quarrel, so does
It take tbe same number to make a
friendship.
No one can stand aloof from others
watting to be sought without expert'
enclng keen disappointment, this be
cause friendships are not made that
way. People do not look you orer as
you stand off by yourself and say:
"Now, there's some one I'd like to
know. I'll make a point to draw him
or her out and take all the pains posnl.
ble to establish a friendship."
That's not the way It happens In
real life, although some still Imagine
that It Is. What really happens Is
this: Two persons meet, and gradually
they And point ot congeniality, grad
ually each does little favors for the
other, gradually a feeling of affection
takes root In each heart. Neither one
Is thinking of what can be gained from
tbe acquaintance; rather, each is think
ing und planning to give instead of
take. In other words, each is trying
to be a friend unselfishly. And, lo, it
Is the very thing which makes their
friendship.
Bear that in mind If you happen to
be among those who lament their
scarcity of friends. New York Tele
gram.
A Man's Work.
A man's work to be honest, to be
kind, to earn a little and spend a llttla
lesB, to make, upon the whole, a fam
ily happier for his presence, to re
nounce when that shall be necessary
and not to be embittered, to keep a
few friends, but these without capitu
lation, and above nil, on the same grim
condition to keep friends with himself
hero Is a tusk for all that a man has
of fortitude and delicacy. ttobert
Louis Stevenson.
TRAINING CHILDREN.
More lies are told by mothers,
fathers and nurses to children
than all the rest of the lies put
together. Wo Ho to them with
false threats, we Ho to theiu
with false promises, we He to
them with false stories, we teach
them by our pruetlee that a child
has not a right to tmth. and
then we wonder thnt they learn
the lesson.
The Author of Evil
Inquire no longer who Is the author
of evil. Heboid him in yourself. There
exists no other evil In nature than
what you either do or sulTor, ami you
are equally the author of both. A gen
eral evil could exist only In disorder,
but in the system of nature I see nil
established order which Is never dis
turbed. Particular evil exists only in
the sentiment of the sulTerlng being,
and this sentiment is not given to mini
by nature, but Is his own acquisition.
Pain and sorrow have but little hold
on those who, uunciustonieil to retlec.
Hon, have neither memory nor fore
sight Take away our fntul Improve
incuts, take away our errors and our
vices, take away. In short, everything
that Is the work of man. and all that
remains Is good Jean Jacques Hons
scan.
Consider Your Blessings.
As there can always be found In this
world plenty of things to llnd fault
with, so there can always be found an
untold number of blessings. Never
slop to worry because some people
are better off than you are, rather
keep your hearts full of thankfulness
because you are so much better off
than are thousands of other human
beings.
'
LOOK UP
In
Thorn In hop.
and me;
Tln-ia la Joy
that be.
Thorn Is fruit to K-tthnr from every
Look up, niy biy! Io k up:
in
Tlii'io nre e.ir.'s and struck-
every life;
With temper an.l sorrow the world
Is rife.
Hut no sii.-iittil: i-ometh without the
III tin world for you
thousand things 4
to croiM. and the t
Kpe.tK III of no one. defend the
rlKht, .
Ami lne the eournse, as la Clod's 4
HlKht. )
To do wlist your hands find with
your nilulit.
Louie tii, my hoy! Look up!
(Strife
Look up. my boy!
I.ook up!
There are tn'I.Uea
way Is l.uur.
Hut a purposf tn life will m.iUe you
etrotirt.
Keep e'er on your lips a cheerful
Hem:;
Look up. my hoy I I,ook up!
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.A 'TRIUMPHAL -YEAR
For Newspaper Advertising
AN INCREASE OF APPROXIMATELY TWENTY-FIVE MILLION DOLLARS IN NEWS
PAPER ADVERTISING FROM THE GENERAL FIELD HAS BEEN RECORDED IN THE YEAR
1916 JUST CLOSED.
NO OTHER MEDIUM, EMPLOYED TO SPREAD THE PRINTED WORD, SHOWS A SIMI
LAR INCREASE EITHER IN DOLLARS AND CENTS OR IN COMPARISON BY PERCENT
AGES. NONE OTHER WAS PAID SO WELL, BECAUSE NONE OTHER WORKED SO WELL.
Never before did newspaper advertising render
such a variety of services to so many people, or
open so many hitherto unexplored avenues of
usefulness.
It is the rule of business that the thing that pays
grows; a.nd national advertising increased in the
newspapers because it showed largo profits to the
men who properly employed it. It had paid the
foresighted ones who used it in large volume in
1915 so they used more of it, and, as the blazed
trail is easy to follow more people used it.
There was, of course, a great underlying reason
for this development of national advertising in
the newspapers.
It has been tersely given by a great -manufacturer
who is at the present time advertising in
more than half of all the daily newspapers pub
lished. He says:
"Newspaper advertising hits the spot we want
to reach."' 1 T :? f ISLfilS!
"Newspaper advertising carries our story to the
consumer with' the daily news."
"Newspaper advertising does effective work
with the local dealer."
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Or as a successful advertising agent says it,
"Nothing succeeds like newspaper advertising."
LEADERSHIP
Many important interests had
things to say to the public durinjr
the past year. They found tbe
medium of newspaper advertising
the effective place to say them.
Among the greater developments
along these linos of public service
The further enlargement of the
idea of advertising for the good
will of the people on the part of
the railroads, telephone compa
nies and other public service cor
porations; The growth in space of institu
tional advertising on the part of
manufacturers who are producing
a variety of staple products:
A nation-wide campaign of ad.
vertising by the railroads which
cry.stalized public sentiment tit the
time a great strike was threatened;
A nation-wide advertising cam
paign on the part of the Bethlehem
Steel Company.
Kmployment of newspaper ad
vertising for the first time by the
llemocratic and Republican Nation
al Committees.
This latter development was per
haps the most wholesome achieve
ment of the recent political campaign.
First In Public Service In
War and In Peace
Perhaps (he more notable triumphs of Newspaper
advertising were in the field of public service.
Government marshalled newspaper advertising
batteries to raise troops, to pay bills, to encourage
thrift, to stimulate industry, to mobilize every na
tional force. It has been said that during the past
year the lives of the people of the Rritish Empire
have been directed by an advertising manager.
Progressive Canada, nearer home, has done won
derful things along these lines. By advertising to
increase productiveness, she has literally made two
spears of wheat grow where one grew before.
While the Government of the United States has
not yet awakened to the force of the great power
she has at hr.r door, lenders of her great political
parties have had a last hour conversion.
clit
During the recent political campaign, for the first
time, the battle was fought in the open, largely
through the medium of newspaper advertising.
It is a significant fact that the Kepublican Party,
which was the greatest user of newspaper space,
carried every state but one where it sent its mess
age to the people.
Democratic leaders on tha other hand did much to
combat this influence with some strong advertising
for their candidate.
Corporations hnve found in paid newspaper ad
vertising n sure avenue to good will for a just cause.
SERVICE
Canada's Government has found
newspaper advertising an efficient
servant. It has employed it since
190G, and, s:nce the war, has great
ly multiplied its field of usefulness.
Here are some things the Canadian
Government has done:
Marketed her apple crop at a
profit, saving her growers the loss
of $2,000,000 by an advertising ex
penditure of $14,000;
Capital and Labor have
through the newspapers.
courted public opinion
The old days of lobbying and secret wire-pulling
have given way to the greater force newspaper
advertising.
Some of the things that were done were badly
done, but progress was made and this face clearly
established:
Increased the production of farm
products and the activity of manu
facturers by an expenditure of
$15,000, adding $300,000,000 to her
gross production;
Induced the cultivation of town
plots by an expenditure of Sl.OO'.i.
Floated immense war loans; and
taught thrift and patriotism.
And Canada lias only begun to
fieht and to advertise.
"The Newspaper of
every man and set
the immediate future will be the great link for
of men who wish to connect with the public"
i.
These facts were gathered by the
Bureau of Advertising, American Newspaper Publishers Association
World Building, New York
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